Working With Your Distributor for Better Business With Wine

“Working with your distributor for better business with wine”

Jerry BaxterVice President, National Accounts

May 20, 2008

Professional Beverage Sales

Alliance Beverage Distributing Company

National AccountsNational Accounts

CHARMER SUNBELT GROUP: WHO WE ARE

The Charmer Sunbelt Group is a leading distributor of fine wines, spirits & beer

WINE

SPIRITS

BEER/COOLERS

OTHER/NON-ALCOHOLIC Annual Revenue = $4.1B

Selling more than 60 million cases per

year

Operating in 16 markets which total

more than 40% of the US Spirits & Wine

market

Employing more than 7,000 associates

nationwide


CSG VISION

To be the

Distributor of Choice…


CHARMER SUNBELT NATIONAL FOOTPRINT

MT

WY

ID

WA

OR

NV

UT

CA

AZ

ND

SD

NE

CO

NM

TX

OK

KS

AR

LA

MO

IA

MN

WI

IL IN

KY

TN

MS AL GA

FL

SC

NC

VAWV

OH

MI

NY

PA

MDDE

NJCT

RI

MA

ME

VTNH

AK

HI

DC

AL: Alabama Sales CoAZ: Alliance BeverageCO: Beverage DistributorsCT: Connecticut DistributorsDC: Washington Wholesale

DE: United Distributors of DEFL: Premier BeverageMA: Commonwealth W & SMD: Reliable Churchill MD/DC/DE: Bacchus Importers

MS: Mississippi Sales CoNC: Prestige Wines DistributorsNJ: R&R MarketingNYC: Empire Merchants

NY: Empire Merchants NorthPA: Capital Wine & SpiritsSC: Ben Arnold-Sunbelt BeverageVA: Associated Distributors

We do business in some of the largest and most dynamic markets in the country…


Wine Distributors…past, present, future…


WORKING WITH YOUR DISTRIBUTOR FOR BETTER WINE BUSINESS…

Delivering superior service to our customers

Understanding and adjusting to evolving customer needs:

Developing innovative concepts to build customer businesses and delight their patrons.

Providing consumer insights for common understanding of our shared patrons.


VALUE ADDED INITIATIVES FOR DRIVING WINE SALES

Trade Training Focus

Server Sales Skills

Product Knowledge

Catering Sales Development

Category Management

Efficient Assortment

Promotional Lift

Merchandising Assessment

Concept Sells Library

“beyond price to increase incidence…”

1- Increase Profitability2- Increase number of customers purchasing alcohol. 3- Train servers to increase sales.

1- Increase Profitability2- Increase number of customers purchasing alcohol. 3- Train servers to increase sales.

Three of the top five responses from the Technomics Operator Survey October, 2007

Unlocking Opportunitiesfor chain operators…


PROFESSIONAL WAITSTAFF SALES & SERVICE

Professional Wait Staff Sales & Service Server Sales Skills emphasis Teaching selling fundamentals Harnessing & enhancing employee

“selling power”

Casual Dining Product Knowledge Introduction to wine and spirits Basic knowledge for building staff

confidence Breaking down intimidation and creating

a “comfort zone”

Both products can be customized depending on operator staff needs and development

Lead Time and Planning Required!


Content

What is Salesmanship?

How can you sell effectively?

Why sell wine & spirits?

Principles of successful wine & spirit sales

Everyday tools to take with you

PROFESSIONAL WAITSTAFF SALES & SERVICE


Curriculum

Viticulture

Wine Making

Wine Labels

Wine Tasting

Distillation

Types & Styles

INTRODUCTION TO WINE, SPIRITS & BEER


Professional Beverage Sales

Alliance Beverage Distributing Company

•Part I: Selling Wine With Confidence•The Power of Wine $ales

•The Four Principles of Selling Wine

•Part II: Tasting & Talking About Wine•Sensory Evaluation

•Palate Calibration Exercise

•Part III: Aroma Identification•Aroma Wheel Team Exercise

•Part IV: Adding Wine to Catering Events•Creative Marketing

•Part V: Food & Wine Pairing•The “Popcork” Experience

•Part I: Selling Wine With Confidence•The Power of Wine $ales

•The Four Principles of Selling Wine

•Part II: Tasting & Talking About Wine•Sensory Evaluation

•Palate Calibration Exercise

•Part III: Aroma Identification•Aroma Wheel Team Exercise

•Part IV: Adding Wine to Catering Events•Creative Marketing

•Part V: Food & Wine Pairing•The “Popcork” Experience

PROFESSIONAL CATERING WINE SEMINAR


ON PREMISE CATEGORY MANAGEMENT…

Rationale

Analyze business performance

Grow wine sales and profits

Better serve customer needs by recognizing category contributions

Wine Program Efficiency

Fact based recommendations

Application Review category goals

and objectives.

Review external sales data, consumer pull (A.C. Nielsen) and demographics (Spectra)

Assess internal Point of Purchase data

Develop action plan for distribution assortment BTG & BTB

“Marry” with concept selling for promotional initiatives


CONCEPT SELLS LIBRARY…

Wine Flights

Half glass of wine at lunch

Menu Marriages

Picture Perfect Profits

Talking Table Tent

Wines BTG poured tableside

A Greener Vision

(CO) = The grapes used to make this wine are from vineyards that are Certified Organic.

(SF) = The grapes used to make this wine are from vineyards using Sustainable Farming practices.

(BF) = The grapes used to make this wine are from vineyards using Biodynamic Farming practices.


CLOSING…

Thanks for your time!

Make your distributor relationship work for you

and your wine business……